Posted in Cool Tool

Monday Morning Cool Tool: Preview

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is Preview, a super useful Instagram app.

Preview is your visual planner for Instagram. Use it to predict what your feed will look like before you post anything on Instagram.

Features at a glance

DRAG & DROP

Use the drag & drop to arrange your Instagram photos & videos. Design your own unique theme. Color coordinate. Predict how your feed will look like. Or simply plan your content in advance.

ANALYTICS & INSIGHTS

Track your performance, see best times to post & best hashtags. Optimize your account to get the most out of it.

AMAZING FILTERS

Design your own unique and amazing feed that reflects your personality or brand. Preview comes with 12 beautiful filter packs and 73 unique filters.

REPOST

Share other Instagrammers’ photos and videos. Save them in Preview for later. Curate your feed.

PERFECT YOUR CAPTIONS

Write your captions in advance and perfect them. Use the hashtag suggestion tool. Save your hashtag groups within the app and add them to new posts at a press of a button.

HASHTAG FINDER

Search for the best Instagram hashtags to grow your account. Search by category, country, city & Instagram community.

SCHEDULE

Set a day and time for your post. See what you have scheduled for the day, week and month. When it’s time to post, Preview will send you a notification. All you have to do is send your post to Instagram and paste your caption.

Pricing

All plans come with: Drag and Drop, Unlimited Posts, Photo Editor, Hashtag Finder, Hashtag Groups Manager, Beautiful Stock Photos, and Photo, Video and Carousel posts.

Paid plans start at $7.99 per month.

Posted in Thursday Tip

#ThursdayTip: How To Create Recurring Content

Welcome to this week’s social media quick tip.  This week I want to show you how to create a recurring content feature. 

What is recurring blog content?

Recurring content form hooks which keep readers interested in coming back to your blog or seeking similarly related posts.  From a writer’s point of view, it can enhance your creativity – choosing a topic in advance triggers your brain to come up with new ideas and make connections.

I’ve experimented over the years with many different types of regular recurring columns on various blogs.  I’ve focused recently on a Cool Tool feature which I post each Monday morning.

Before you introduce a regular feature to readers, it’s important to take some time to choose a topic which matches your content strategy and crucially won’t have you running out of ideas after a few weeks.  Ideally, your topic should be associated with your keyword phrases to support your organic search efforts.

Once you’ve decided on your topic, decide on the elements you will use to maintain consistency in the design and format of your content.  Choose the same day and time to publish so readers know to expect it at that time each week – this helps build an audience for your content.  Keep the format and design elements consistent.

Here are three types of recurring features to add to your content marketing.

1. Advice Column

Set aside one day a week to provide step-by-step instructions, or answer readers’ questions.

2. Interview Series

I ran an interview series, Social Spotlight, last year with healthcare thought leaders.  It followed a consistent question format, with some tailoring to the interviewee, and was a popular addition to my content calendar.

3. Weekly Round-Up Post

I run several weekly round-up style posts for client blogs focussed on their niche. I curate the most helpful, interesting and topical news from their industry and publish them in a blog post, usually on a Friday.  It’s always the most read content when I check the weekly blog stats.

Of course, your recurring content can live outside the written word. With the popularity of video, consider adding a regular vlog or even more popular, a Facebook Live recurring feature.

To sum up

Recurring posts of high value keeps your audience interested and coming back for more. By adding a regular recurring feature to your content marketing you give your audience something to look forward, while at the same time building a unique and recognisable element into your brand.

Here’s to your social media success!

 

Posted in Cool Tool

Monday Morning Cool Tool: Mail Tester

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation will be of interest to those of you who send email marketing (like newsletters) to subscribers.

Mail Tester is a free tool which tests the “spammyness” of your email. It will analyze your message, your mail server, your sending IP and assign you a spam score along with a detailed report of what’s configured properly and what’s not.

Your result will be accessible for 7 days with the free version or 30 days if you created an account and used your own prefix.

Visit https://www.mail-tester.com to try it out.


You might also like to read How to Build Your Email List On A Firm Foundation

 

 

 

Posted in Infographics

How To Create A Healthcare Infographic

Information graphics or infographics are stand-alone graphic visual representations of information, data or knowledge. They are universally understandable and can illustrate information that may be too technical to communicate in text.

Research suggests that publishers who use infographics grow in traffic 12 percent more than those who don’t. This is because an infographic unless it’s completely awful (and they exist), will get a lot more attention than a typical text blog post.

They can also be a fun way to promote brand awareness. In terms of social media marketing, they are an effective way of spreading information (the “viral” process) across multiple social networking sites such as Facebook, Twitter, Pinterest and blogs.

11 content ideas for a healthcare infographic  

There are so many possibilities when it comes to creating a healthcare infographic. Below are some suggestions to get you started.

  1. Technological breakthrough
  2. Latest research
  3. Medical conditions
  4. The human body
  5. First aid advice
  6. Drug information
  7. Statistics
  8. Diseases
  9. Health care reform
  10. Surgical procedures
  11. Nutrition

 7 tips for designing a healthcare infographic 

A good infographic takes time to create and should contain the following elements.

  1. Be concise
  2. Be visually appealing
  3. Be of value and interest to your readers
  4. Be accurate
  5. Be creative
  6. Be transparent (always cite your data sources )
  7. Be mindful of copyright

How to create a healthcare infographic

Infographics are valuable tools for healthcare providers to present complex information, educate patients, and brand and market a healthcare service in a creative and visually attractive way.

The following tools will make it easy for even the novice designer to create interesting infographics.

1. Canva

2. Visme

3. Infogram

If you are serious about using infographics to inform and educate your patients or market your brand, it’s best to hire a specialist infographic designer. But, if you just want to have some fun and test your design skills, then use the tips and tools listed above to get creative with your data.

 

Posted in #HCSM

What Do Patients Complain About Online?

A group of researchers across China, the United Kingdom and the USA has set out to develop a taxonomy framework for patient complaints online based on patient centeredness and to examine whether the determinants of patient-centered care (PCC) mirror the determinants of patient experiences.

As internet availability and usage grows worldwide, patients are spontaneously rating their experiences with physicians and hospitals by sharing their opinions about health encounters on the World Wide Web via mediums such as social media websites, Web-based consumer opinion platforms, and physician rating websites.

Previous research has demonstrated that patients are often influenced by peer-submitted comments posted on opinion and rating websites when making health care decisions

Why this study matters

  • Medical providers are able to leverage the information posted on such platforms to better comprehend patient experiences and engagement levels and increase the understanding of patient frustrations and joy points during hospital visits.
  • By capturing patient data in real-time, health care providers can use them as a quality metric to highlight insufficient physician performances or irregular events.
  • Given the intrinsic value of comments posted online by patients, it is important that health care providers make efficient use of the information collected.
  • Patient complaints online can indicate weaknesses in the health care system through the eyes of the patients’ themselves.

Interested to learn more?

Read Liu J, Hou S, Evans R, Xia C, Xia W, Ma J. What Do Patients Complain About Online: A Systematic Review and Taxonomy Framework Based on Patient Centeredness. J Med Internet Res 2019;21(8):e14634

You might also like to read How do healthcare staff respond to patient experience feedback online? A typology of responses published on Care Opinion

Posted in Thursday Tip

#ThursdayTip: How To Brainstorm Fresh Content Ideas

Welcome to this week’s social media quick tip.  This week I want to show you how to generate content ideas when you are running out of inspiration.

Next time you’re stuck for something to write about,  try brainstorming using a tool like HubSpot’s Blog Topic Generator. It lets you input up to three different nouns and returns five blog topic ideas that will exercise your writing muscles again.

Here are the suggestions generated for me when I input the terms “social media” and “marketing” into the tool.

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A similar tool to Hubspot, Portent’s Content Idea Generator allows you to generate ideas with just one keyword. Be prepared that the tool can throw up some quirky suggestions, but don’t let that put you off. Keep playing around with it until you find one you can work with. I also really like how it shows you best practice tips, such as using metaphors in your writing.

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I also like to use Buzzsumo to find inspiration by searching which popular content is most shared right now on social media. These are the topics people want to read about so it’s worth brainstorming ideas around this content.

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In the example above, I entered “social media marketing” into the search box and discovered the most shared post is one detailing why email marketing is better than social media marketing. This led me to create a similar post right here on Medium 4 Reasons Why Email Marketing Is More Powerful Than Social Media.


For more places to find inspiration, check out my Medium article 10 Places To Find Inspiration When You Are Stuck For Blog Ideas

View at Medium.com

 

Posted in Cool Tool

Monday Morning Cool Tool: Crop Video

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is video editor crop.video.

With this tool, you can turn landscape video into cropped vertical or square video for optimised viewing on social media.  Use it to adjust each shot separately, remove unwanted shots at the begining and end of your video and add subtitles or your logo.

With the free version of Crop Video, you can export one shot without a watermark, and the size, length, and quality of your exported video are limited.

Posted in #HCSM

Click, Like, Retweet: The Role of Social Media In Maintaining Healthcare Reputation

Social media has an increasingly important role to play in maintaining an organization’s reputation and image. Not only are patients seeking health information online, but many also say their choice of a specific doctor, hospital or medical treatment is influenced by social media.

Patients are also using social media to vocalize how they feel about their doctors, drugs, treatment plans, insurance, and medical devices. Don’t think if you are not on social media, patients aren’t discussing your organization. You can’t opt-out of reputation management – whether you have a social media presence or not, a patient who has a bad experience with your organization is only one tweet or Facebook post away from sharing it with the world.

Be Proactive in Managing Your Online Reputation

It is far better to take control of your reputation by responding to these conversations yourself and correcting any misinformation or misperceptions. Responding in real-time strengthens public perception that your focus is firmly on patient satisfaction.

Remember that everything you do online – every blog post, every tweet, every conversation – is a reflection of your brand. A successful social media presence hinges on the trust between you and your followers. Becoming a trusted source of health information for your patients and proactively developing a strong, consistent, and credible image online will increase patient trust and confidence in your organization.

Social Media Is An Essential Component of Healthcare Marketing

Realising social media’s potential in healthcare requires an organizational culture that values social media as central to its overall strategy. Social media should be viewed not as an add-on, but as an essential component of healthcare marketing. Unlike traditional marketing practices that have stayed constant for decades, social media is still a relatively new marketing channel with new networks, updates, and features constantly emerging. Marketing departments need to invest more of their budget in platforms and resources that takes full advantage of the opportunities presented by social media.

Create A Winning Strategy

The best social media accounts are precisely targeted, updated frequently, and foster an ongoing dialogue with followers. that’s why it’s so important to have a plan in place at the outset and monitor, measure, and adjust your progress as you go.

Start by optimizing your website – think of it as your home-base to which you will be directing your social media followers to find relevant and engaging information. With more people accessing the Internet via mobile devices, make sure your site is optimized for mobile viewing. to increase the likelihood that your website will be placed at the top of google search results, thereby earning you trust with your audience, consider adding a blog to your site. A blog serves to proactively show your patients that you are a trusted source of healthcare information.

Next, put a content promotion plan in place. In today’s noisy social media world, you need to amplify your content to be heard. Make it easy for people to share your site’s content on social media by incorporating social share icons prominently throughout your website.

Create lots of visual content such as infographics and videos and encourage people to share these on social media. Post updates about your hospital’s accomplishments, showcasing ground-breaking surgeries, cutting-edge research, and the work of high- profile staff members. Cross-promote each piece of content you create but do not copy and paste the same post on each platform—format each of them to meet the requirements of the specific platforms.

At the end of each week, take time to monitor and measure the impact of your social media activity. Monitor your engagement rates and pages views to see which channels get the most attention and measure the return on investment for paid ads and social media promotions.

Wrapping Up

Social media’s influence has still not reached its peak; it will continue to disrupt healthcare in ways we are only beginning to understand. It is equally important nowadays for healthcare organizations to communicate with patients online as it is through more traditional offline channels. Knowing how to leverage this opportunity is an essential skill for the modern healthcare organization. I like to use a quote from Erik Qualman: “We do not have a choice on whether we do social media, the question is – how well we do it”.

 


This is an edited version of an article that appeared in HealthManagement, Volume 18 – Issue 2, 2018

Posted in Cool Tool

Monday Morning Cool Tool: Listen Notes

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Image Source: Listen Notes

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is Listen Notes  – a free podcast search engine.

With this tool, you can not only search the whole Internet’s podcasts, but you can also curate your own podcast playlists. (Note that the Listen Notes search engine is designed to help you find content such as people topics, not specific shows.)  If you’re researching a specific person or topic, the search tool can help you find related episodes from a range of podcasts. You can then add results that interest you to a playlist.  After you create a playlist in Listen Notes, you receive a playlist URL that you can copy and paste into your favorite podcast app so you can listen to that playlist. You can also use the URL to share the playlist.

More cool features include the clipping feature which lets you annotate, save, and share audio clips from podcast episodes.  You can add individual episodes to Listen Later playlists and bring these playlists to your podcast player apps via RSS.

The tool is totally free and if, as many people are these days, you are a podcast fan, you will want to add this tool to your toolkit.

Posted in #HCSM

7 Essential Elements Of An Effective Healthcare Digital Marketing Strategy

The Internet age has dramatically changed how people seek out and find medical information. According to a Think With Google Study, search engines drive three times as many visitors to medical facility websites than other sources. The study also found that 44 percent of patients who research medical facility on a mobile device end up scheduling an appointment.

If you’re looking to reach more patients online, then digital is an essential tool in your marketing strategy. The following list contains the essential elements you need to have in place to ensure your digital marketing is effective.

1. An Easy-To-Navigate Website

In the online world, your website is a virtual office location and the face of your practice. It acts as the initial “touchpoint” for potential patients. It showcases who you are and what you do.

A well-designed website can:

  • Boost your online reputation
  • Increase search engine visibility
  • Attract new patients

When visitors land on your medical practice website, they’re typically looking for something specific.  You may be surprised to learn that research has revealed that easy navigation and accessibility are more important to patients than reputability.

Users should be able to use your website intuitively. Put yourself in the shoes of your visitors and ask yourself how easy it is to find key information on your site. How many clicks does a visitor have to make to get to the information they are looking for?

Think about the information someone is searching for when they visit your site—and make it easy for them to find it. If your site contains a lot of information (as some hospital websites do) consider creating separate landing pages for specific conditions.

Further Reading: Digital Health Checkup: 10 Signs It’s Time To Redesign Your Medical Practice Website

2. Include A Blog

Want to increase your influence among healthcare consumers? Start blogging.

Blogs written by physicians, nurses, researchers, patients, and allied healthcare professionals add much to the richness and diversity of the online healthcare conversation. Blogs are a super way to educate patients and keep content on your website fresh.  Marketing to patients with a blog can be one of the most effective ways a new medical practice can reach more patients. Blogging regularly increases awareness of your practice, as well as help your website rank better in search engine result pages (SERPs) thereby increasing its organic traffic.

Further Reading: 3 Places To Find Interesting Ideas For Your Healthcare Blog

3. Content Marketing

If you’re serious about marketing your business online, you need a strategy and a plan to execute it. A content marketing strategy is a roadmap that not only tells you what you’re going to create but how you’re going to create it, when you’re going to publish it and how you’re going to promote it. It helps you create more meaningful, engaging and sustainable content.

According to the Content Marketing Institute, having a documented (i.e. written down) strategy means:

  • You’ll feel significantly less challenged by every aspect of content marketing.
  • You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.
  • You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.

Further Reading: How To Create Your 2019 Content Marketing Plan

4. Search Engine Optimisation (SEO)

SEO is the process of earning traffic from search engines organically — meaning you aren’t paying for ads or sponsored content placement.  If you want more people to find you online, you need to optimize your website through good search engine optimization practices. SEO (the ability to optimize your site for search engines),  is a detailed and sometimes confusing process, and you may want to hire an SEO expert to do it for you. If you don’t want to hire someone, there are search engine optimization tools available to help you do your own SEO — and many of them are free. I’ve put together this list of the best free SEO tools out there to help you instantly improve your online marketing.

Further Reading: How Good SEO Helps Your Website Get Found, Chosen And Converts To New Business

5. E-Mail Marketing

With the explosion of social media marketing in recent years, the traditional email format may appear outdated. But nothing could be further from the truth.  Even with the pervasiveness of new technology, email still remains a persuasive digital marketing channel for building awareness, boosting acquisition, and increasing conversion.

Use email personalisation and segmentation based on a recipient’s interests and needs so they’re receiving information relevant to them. Send out a video, a current blog post or provide industry news that will give readers information on various topics. Be sure to plan these ahead of time so they are timely according to what’s going on at your organization or in the health industry.

6. Video Content

Video is booming. YouTube is the second-largest search engine in the world with added SEO potential due to its Google connection.  By 2020, Cisco predicts that video will make up 82% of the content we consume online.

Video has become the predominant way people want to consume information and this goes for patients too. Information delivered via video vs. print equates to a much higher retention rate. In addition, patients who watch videos featuring a physician feel a greater level of trust. The type of video content you can create includes Q&As with physicians, patient testimonials, explainer videos, and live streaming.

Further Reading: How To Create A YouTube Channel for Your Medical Practice

7. Social Media Marketing

In the past decade, social networks have evolved from “a nice to have” add-on to a necessity for healthcare marketers.  With currently 2.8 billion social media users globally, expected to rise to almost 3 billion users by 2020, social media’s influence has still not reached its peak. It’s a dynamic environment in which new networks emerge, old networks evolve, and user bases continue to grow exponentially.

If you haven’t yet integrated social media into your marketing mix, it’s time to do so. Not only is social media marketing more affordable than traditional forms of marketing, but it’s also more accountable, with specific tracking and monitoring options at your disposal.

Further Reading: How To Develop A Social Media Strategy For Healthcare Marketing

Tying It All Together

Digital marketing in healthcare is dynamic and constantly evolving  — there are many different elements to consider. If this list feels overwhelming to you, don’t feel you have to do everything all at once. The best place to start is with your website – prioritise it in your strategy and build out your digital marketing from there. As always, if you have any questions, feel free to reach out to me.

Here’s to your digital marketing success!